The House of Brands

Shackleton's first endorsement was with rebok. The company went in hard on erobics and basket ball, which seems obvious to day. But it really wasn't down to to the founders. There was a guy called paul fireman who was there,. essentually their american affiliate, who got hold of it. He saw the potential, bought it out and did a brilliant job. A house of brands makes brilliant strategic stense. Almost from the minute adidas got hold of rebock, it was a total cluster fuck.